Beverage alcohol digital infrastructure leader DRINKS has announced a major strategic partnership with direct-to-consumer (DTC) platform Commerce7. The collaboration will integrate the entire Commerce7 winery portfolio—comprising hundreds of premium brands—into the DRINKS Anywhere supplier network.
The deal represents the largest single expansion of the DRINKS Anywhere network to date. It is designed to operationalise a "decentralised distribution model," fundamentally transforming how wineries access digital markets by removing the traditional barriers of licensing and physical sales presence.
Decentralised Distribution: A New Route to Market
For wineries using Commerce7, the integration opens immediate access to a network of digital merchants without the need for "boots-on-the-ground" sales efforts.
By plugging into the DRINKS Anywhere platform, these producers can sell directly to consumers through third-party e-commerce brands, e-tailers, and marketplaces. Crucially, the platform manages the connectivity between regulated alcohol producers and unregulated digital merchants.
Operational Mechanics:
Merchants: Can offer a fully integrated wine selection without obtaining alcohol licenses, holding inventory, or managing state-by-state compliance.
Wineries: Maintain control over pricing, availability, and fulfilment via Commerce7’s API-first architecture, while DRINKS handles tax, compliance, and order routing.
Zac Brandenberg, Co-Founder and CEO of DRINKS, framed the partnership as an industry-shaping evolution: "Through this industry-shaping partnership between DRINKS and Commerce7, every winery on Commerce7 now has a direct path to customers they couldn't reach before... I'm excited to welcome them into our new distribution model where they can now reach a new type of consumer through trusted brands and content channels."
Andrew Kamphuis, Co-Founder and CEO of Commerce7, added: "It allows our wineries to sell more inventory while acquiring new customers and increasing brand visibility."
Timeline
The integration is scheduled to go live in the first half (H1) of 2026. At that point, merchant partners using DRINKS Anywhere will gain access to curated wine selections that align with their specific customer demographics and brand positioning.
